Heart disease is a serious condition associated with men but which also affects millions of women. The American Heart Association tapped the Interbrand Verbal Identity team led by Julie to create the name and identity for Go Red for Women – a new initative designed to raise awareness and engagement with women. Omnicom sister agency Cone implemented a national campaign with marketing, PR, media relations, events, promotions and corporate relations strategies. They also created an annual Wear Red day with the now ubiquitous red dress pin. Over $300M has been raised for the cause by Go Red for Women.